Changes in the fashion industry

First Come, First Serve

L'Wren Scott was selling her Spring collection in Paris last week, months before it will show as part of fashion week. Why, you ask? As Suzy Menkes for the International Herald Tribune writes this morning--because she had to. Between midseason collections garnering more and more attention (read: budget) and instant-gratification consumers seeing the collections in real time from their computers, there's increasing pressure to deliver first. Menkes describes this as a new 'geometry' in fashion, where the rules of the all-powerful calender no longer apply. How this will roll out in the next decade (or season) has yet to be determined, but judging by the fact that the Gucci news du jour hardly shocked anyone, we think the fashion industry is well on its way to season-less, immediate offerings that try to keep the consumer's head spinning long enough for them to slap down their plastic. How does fashion respond to demand? Supply.